People take action (mostly) based on one of three emotions:

Fear
Hope
Love

The easiest way to build a brand is to sell fear, just see how polliticans go about it.  The best way, though, may be to deliver on hope while aiming for love.

Love is not a one way street, either. Brands that are loved usually start the process by loving their customers in advance.

Brands who become the agents of change for good in the world are the brands people trust.  The more people trust you, the more they buy from you

And as we all know, with no trust, there can be no love.